“The influencers are our new TV, at Coca Cola this year we will reach 20,000 collaborations”

«Our new TV is making an impact.” This was said by Manuel Arroyo, Executive Vice President and Global Marketing Director of The Coca-Cola Company, in his speech at the AECOC Conference, which took place last week in Madrid in front of more than 1,200 executives from large consumption sector.

In his showThe most radical marketing transformation in Coca-Cola historyManuel Arroyo presented the new model of customer experiences that the company has developed, through the use of artificial intelligence throughout the value chain.

“After an initial phase of analysis, we found three main challenges. The first corresponded to our customer base, reinforced by a stable number of users, but which had not grown in the last 20 years. So, we realized that the average age of our average users was getting older. Secondly, we see that digital disruption has accelerated a change in media consumption and that, through social networks, we can achieve a similar or even greater reach compared to other models that have been used previously to publicize the brand, especially television. Finally, we noticed a clear division in our activity, since every year we launched more than 2,000 marketing programs, more than 3,000 product innovations and collaborated with more than 6,000 organizations.“, said Manuel Arroyo.

This analysis exercise and the sharing of the identified challenges represented a 180º turn in the marketing strategy of The Coca-Cola Company. “As a result, our secret marketing formula is based on creating customer experiences in products, in the digital channel, at the point of sale and even in live shows. On the other hand, our new television is impressive. Last year, we collaborated with 11,000 of them. This year, however, we will reach 20,000.”, executive details.

The price of oil falls starting in November-December

For his part, Gonzalo Guillén, General Director of ACESUR, reviewed the situation and the future of the oil sector at a press conference. The manager said yes “The region has suffered from rampant inflation in the last 4 years as a result of two very bad harvests. However, he believes that after the increase in production last autumn, the fall in prices should be seen in November-December and the bottom of prices should be reached in April-May next year. In that sense, he announced that the VAT reductions helped bring down olive oil prices, because of that, “In such a high price base, the implementation of this measure was almost half a euro of direct savings for consumers. “

When asked about the behavior of the international market and export volume, Gonzalo Guillén said “Last year our sales fell by around 18% internationally, but this year we have grown by 20%, thanks to markets such as the United Kingdom, the United States and Italy.“On a national level, he said, in times of greatest difficulty, his company has lost less than the rest of the market and, at the moment, its brands are holding up, and even gaining market share. In this context, the manager expects the company to close the year with 1,250 million in turnover.

Marks & Spencer: sales growth in the last two years

In his presentation, Stuart Machin, CEO of Marks & Spencer, He highlighted the great transformation he has inspired in the company, highlighting the balance between preserving its legacy and adapting to the new demands of the market. «Protect the magic and renew the rest» has been a guiding principle for M&S, reflecting its vision to preserve the company’s core values ​​- quality, service and innovation – while driving strategic renewal to remain competitive today’s market. Machin has shown the special advances in prices, style, omnichannel and diversification of the product offer, achievements that have allowed the company to increase its sales by 20% in the last two years. In addition, he has emphasized the importance of accelerating online growth and modernizing the supply chain, considering them to be key pillars of the company’s transformation to face bring on future challenges.

“Our new leaders have to work in a store for a month”he explained, highlighting the importance of understanding the business from the bottom up. Machin has also emphasized the crucial role of customers in this transformation. ““We are only as good as our customers think we are at this point,” he said, revealing his management approach based on his closeness to users, listening and learning from them for continuous improvement. In this sense, Machin pointed out that the responsibility of leading a brand with 140 years of history has been enormous, but also an opportunity to move forward with long-term strategic decisions . «We’re at the start of a new Marks & Spencer »he said, giving a clear vision of the future in which the company will continue to grow at the pace of changes in the market.

ElPozo Alimentación, more than 70 years providing value to consumers through quality

For his part, Tomás Fuertes – President of Grupo Fuertesreviewed the history of ElPozo and identified the keys that allowed this brand to remain present in Spanish homes 70 years after its birth. “Being an entrepreneur is a profession. ElPozo was born in 1954 with the first sausage factory and product marketing at a regional level. After 70 years working in the sector, the growth makes us proud of what we have created and has allowed us to prove that, in the meat sector, Spain has nothing to envy to Germany , France or Belgium. Since our beginning, we have distinguished ourselves with a competitive, innovative spirit and with an open mind to introduce technologies that contribute to the development of our business. ElPozo Alimentación reaches 8 out of 10 homes because, although price is a buying tool, quality is the main reason for customer loyalty. For this reason, we give much more importance to the quality of our products than the price, with the aim of providing real value to the consumer.“, concluded Tomás Fuertes.